SPI LIGHTING / PRODUCT MARKETING & SALES
A repeatable system for introducing more than 40 product lines without losing the individual story behind each launch.
2 Week
marketing launch cycle
50% +
new product vitality index
40 +
product lines launched
The Challenge
During my nine years at SPI Lighting, new products moved through development continuously, often with multiple launches underway at once. Each introduction needed coordination across Product Management, Engineering, Sales, Marketing, Operations, and Leadership. Product information evolved while positioning, sales readiness, digital content, technical collateral, campaigns, and channel materials had to come together. The challenge was launching quickly and consistently without making every product story look or sound the same.
Creating Repeatability
I built a comprehensive marketing launch checklist covering product inputs, responsibilities, stakeholders, dependencies, approvals, deliverables, channels, and launch readiness. It gave the team a shared roadmap instead of starting over with every launch. As my role evolved, I took on cross-functional coordination and worked directly with product engineers to confirm readiness before setting launch dates. I also executed the customer-facing work: product positioning and messaging, specification sheets, postcards, website pages and CMS updates, email campaigns, social content, sales tools, photography, and video. The process was repeatable, but the product story was not.
The Results
The framework helped bring the marketing launch cycle to approximately two weeks, supporting more than 40 integrated product-line launches during my nine years at SPI Lighting. The company achieved a New Product Vitality Index above 50%, meaning products introduced within the prior five years accounted for more than half its revenue. That company-wide result provides context for the importance of new product development, rather than measuring the checklist alone. The approach supported coordinated launches across web, email, social, video, webinars, presentations, technical collateral, advertising, trade shows, and sales representative networks. I later adapted the framework to meet a similar launch challenge in another technical industry.
MY ROLE Launch framework and checklist development · Cross-functional coordination · Launch scheduling with Engineering · Product messaging · Creative production · Website/CMS content · Email and social campaigns · Sales enablement
CONTEXT Previous employment at SPI Lighting